Posts

When you have empty space in your fridge, what do you fill it with? Is beer automatically one of those goodies you stock up on or is it more of an impulse or purpose purchase?

Kind of low on beer right now…both tasty & waiting all the same.

Since I’m in the beer business, as well as being married to it (My Fine Husband is a long time pro brewer), it’s rare when we don’t have beer in the fridge. People bring us both beer as gifts and we are happy to buy beer when the spirit moves us. It’s part of our every day lives.

We rarely go out simply to buy beer, and it’s still one thing we do in fact enjoy and treat ourselves to.

Empty space in the fridge is almost a myth around my house too. As an avid cook and buyer of all things edible, our kitchen fridge (only) is kept happily stocked. From beer to pickles, from jam to soup, from bacon grease to vegetables…..

I could justify it by saying that a full fridge is more energy-efficient than a slightly or empty one. That seems realistic. If it’s on, it should be working to keep items cold, not just chill the space. All the same we use and therefore justify the fridge by keeping its belly abundantly full, beer included.

What I will justify is supporting brewers across the globe by enjoying the beers we choose to buy. Empty fridge? Not so much.

NOTE: This post is a personal reflection of my own ideas today. Back to the ‘usual’ next time.

Today is an herstoric day in America: we’re in the final hours of a truly powerful presidential election. Day 0. What will we learn at the end of the day, when the votes have been tallied, when the polls are closed and the pundits (for once) are as quiet as the rest of us – awaiting the final count and outcome.

Some of the keys to me include the facet of how people have shifted their focus from gender to credibility. Thankfully, we’re past the gender garbage of wondering what that means. It simply means another person will be in office. That’s it.

Another key is that ethics have entered the public conversation, accompanied with ugly rearings of racism, sexism, and gross categorization and demeaning of certain members of our populations. It’s a double whammy when we remember that ALL people in the USA are immigrants, every single one. Even the native populations had to migrate from elsewhere at one time. Populations don’t simple materialize, they move and relocate.

So why am I writing about the presidential election on a site focused on women and beer?

Because the relationships are unmistakable to me.

Ms. Clinton could be our next president; thereby raising the profile of the overdue full respect of women in America, ne – everywhere. One by one, example by example, with more and more women speaking up & stepping up and holding their own as humans – not as women – we make progress across the globe. Whether you like her or not is irrelevant. She’s qualified and understands the gigantic job ahead of her. She’s dedicated her entire life to public service, for better and for worse. And she’s weathered some remarkable storms.

The denigration by Mr. Trump of so many people is almost unbelievable. Dictatorships, Democratic Republics, Authoritarian, Oligarchy, Totalitarian and so on. These systems could show up in different ways should he be elected, based on style of running his life. The lack of ethics and big think of the people, by the people and for the people. I have no beef with him personally – rather it scares the living crap out of me that anyone, of any make and model, gender, background and age, could potentially be set into one of the most powerful offices in the world. We’d go inevitably and damningly backwards, immediately.

There are so many more reasons why this particular presidential election is at the surface for me today. I woke at 2 by my dog barking and found myself wondering, “are the candidates already up or can they actually sleep right now?”

While we’re voting in a new president, we’re also voting in (and reelecting) many thousands of other individuals to carry forth our governing of this great country.

The country is already great. Yes, we have all sorts of ills to cure and correct. And it’s still one of the greatest countries in the world. We can go to the polls safely and in no fear for our lives. That’s great indeed.

So today, I’d make a request of you: Vote.

That’s what we can all do. Vote and encourage – do what you have to do to get the people you know to vote as well. We take for granted that we can do so freely now – that many, many people put their lives on the line – with some losing their lives in the interest that we may be able to do so freely and in an unharassed manner.

Never take freedom for granted. The election today is a crystal clear example of democracy in working order. Listen, inquire, challenge, question, appreciate, speak up, activate, do. Vote. Whatever you do, exercise that hard-earned right.

If you feel like you’re choosing between “a lesser of two evils” then I’d ask you to consider who is at least experienced and successful in the profession and world of politics.

The dominoes have been lined up and finally been tipped. I sent in my ballot a week ago. My fingers are crossed. I’ll be anxious to see what tomorrow brings. Thank you for reading.

There was a time when we simply described things as they were: carrots, beer, cars, songs. Hot cold, spicy, bland, fizzy, flat, red, blue and green.

Now it feels very different to me. Words like craft, artisan, farmhouse, and custom are bandied about with a carefree nonchalance that the most hardened foodie may find appalling.

And to what end? Are all these words used in context to what we put into our mouth merited? Does it truly matter to you where they came from or is it trendy? Said another way, do you think you need to be aware and care or do we fundamentally and genuinely care? Do we use the words because they really matter or because we’re keeping up with the organic-farm-eating Jones’? Here’s a few food words to consider.

Case in point: Paired.

Paired is a “craft beer + food” event offered to attendees of the Great American Beer Festival, fall every September. What was once titled Farm to Table is now Paired. Why the switch of the name, is my first question. Are we in a day and age where single glib or seemingly gravitational words are how we want to sum up an entire experience? Do we want the feeling of something or do we want to enjoy the literal fruits of someone else’s labor? Farm to Table is straight forward and descriptive.

Paired menu 2016

Don’t get me wrong: the Paired event is quite a show. The host organization, The Brewers Association, has deemed me worthy of a media pass several years, for which I’m grateful. Trappings of that badge include admittance to this event. Any time I get to eat with drink I’m happy. The planning and effort that goes into this one event, for example, looks to be a remarkable undertaking. Kudos.

So let’s look at the menu. Read one way, we can safely say it’s chock full of learning opportunity! An overflow of words that are new to me, so no doubt a collection of new vocab to others as well. Take for instance: rillette, mignonette, tataki, fromage fort, taleggio, membrillo, fish headcheese, chorizo seco, duck pipian, loukaniko...and on it goes. A crash course in Italian and French in many ways. Cool! I love to learn so there’s a build in homework option.

And if we’re looking at keeping it real and every day, this isn’t the event for you. I honestly think that someone looking for everyday food they cook (in a broad general sense) would not fully enjoy or appreciate. Words that are unfamiliar and to some unpronounceable don’t really engender new ideas; they engender fear of mispronunciation and sometimes, due to that, simple avoidance.

I’ve found the best way to navigate this event is to simply wander and ask lots of questions. The crews present are always very knowledgeable and it’s a good way to make new connections. Simply know that the next person in line will likely also ask some of the same questions of the crew. It’s gotta be a long repetitive day, and that’s what this is about: meeting, talking & educating on a redundant soundtrack to help people learn more about what they are eating, beverage paired with food.

To that end it’s a smash. Again, I enjoy it. I also find that by the time I’m ready to go all I want is a plate full of one food I know and recognize and to fill up on with a full glass of beer.

Have we taken the beer & food pairing too far?

Likely it’ll get pushed farther still. So be it. For me it’s about knowing what I’m getting into, embracing it for what it is – Italian lessons beforehand be damned – and then coming out the other side. Enlightened, fuller and perhaps more curious, “Woman overboard!” an infrequent call.

Mature markets is a misnomer, first of all. They aren’t mature if the entire population isn’t equally invited into the conversation.

One of the goals of the Brewers Association, for example, is to figure out how to grow in mature markets. Markets keep evolving and advancing, receding and changing so growth is a relative term. So I’d ask: how do you want to grow? More importantly, how do you define growth? What are those components driving your definitions? How will the definition change going forward?

Growth isn’t only or always about volume or quantity. It can be myriad definitions, as it suits the parties involved. I laud businesses who focus on growth as stability, internal improvement which then radiates to external audiences. Growth that lessens environmental impact, improves the quality of life of those involved and gives to the community around the entity is smart. Growth that increases capacity or volume sheerly for “more” is misguided and doomed to bust, sooner or later. Balloon walls are only so forgiving.

I can guarantee that when beer invites women into the conversation, markets will evolve – they will grow in participation – they will advance with more voices, more education and more participation. Until then, well, good luck beer.

Market growth isn’t that difficult to figure out or to accomplish. For example:

Do the images and picture you use equally feature women and men? if it’s lopsided, you can fix it right now. I’ve yet to see a beer magazine have an equal mix of women and men. Who will be the first one to rightly accurately represent the population??

Do labels, beer names or brand names focus on the beer, and steer clear of anything sexual? If your beer can stand on its own, it deserves a place in the market. If you are relying on sexist images – of any sort – then get out of the way for the rest.

Are you talking to everyone who approaches your beer with equal enthusiasm? If you reduce people to brains & tastebuds, vs. reproductive make up, then you’re doing it right.

Beer needs women more than women need beer. Heck, women – and men for that matter – don’t ‘need’ beer at all. Growth of beer is reliant on women and the sooner the professional beer industry community sees that, the better off we’ll all be. In fact, I’ll drink to that.

The book’s insights are based on surveys Johnson conducted with female beer drinkers and Johnson’s eight years running Women Enjoying Beer, the nation’s only female-focused beer marketing company.

Johnson wrote the book to fix a shortcoming in the beer industry.

“I wrote this book,” Johnson says, “because beer companies don’t completely and respectfully market beer to women. They are incredibly overdue in realizing they must reach out to women with a dedicated effort. It’s not about pinkifying – that’s pandering. It’s about acknowledging with full respect that you want female beer drinkers to be your customers.”

“Women in America make 75-85% of all purchasing decisions,” Johnson notes, “and they can make or break beer companies. So it’s time for beer makers to retire the old sexist and juvenile jokes and get serious about beer and women. If they don’t, they’re missing a huge opportunity.”

On Wednesday, October 26 from 5-7 PM, Johnson will host a book release event at Portland, Oregon’s Belmont Station (4500 SE Stark St.). Johnson will read excerpts from her book and discuss its findings, and answers questions on how brewers and beer-focused businesses can boost their efforts in marketing to female beer consumers.

Admission to the event is free, seating is limited and books will be available for singing and purchase ($49) at the event. Reservations are required and can be secured by sending an email to ginger@womenenjoyingbeer.com or calling 515.450.7757.

“In 2008,” Johnson recalls, “I looked around and wondered why more women weren’t enjoying beer like I was. That moment was the catalyst for my company and it has driven me ever since. The enjoyment of beer has been foundational to the development to the United States, and it’s a damn shame the beer industry has yet to fully recognize and address women as beer enthusiasts.”

“I see women filling our stores every day, buying all kinds of beer,” says Rob Hill, New Business Development Director for Total Wine & More. “This is a reality to be understood and not ignored. Ginger’s passion and expertise for this historically misjudged consumer segment pour out of the pages of her new book.”

“Let’s face it,” says Hugh Sisson, founder of Baltimore’s Clipper City Brewing, “the craft beer industry – and the beer industry in general – has tended to overlook the female side of the market. Ginger Johnson is not only adept at educating brewers to open their eyes to this under-served market segment – she also gives brewers practical ways to reach this enormous audience.”

Kokopelli Beer Company got us off and running (and sipping) by hosting 2 events: the first for beer pros & media, talking about the book, what’s in it and how to use it. The second was a screening of my TED talk for everyone. Both groups were engaged, fun and participated actively.

TV time with very fun & sharp Heather Mills, KDVR FOX Denver, provided a morning boost! Their whole team is very smooth, calm and professional. Here’s the clip.

Visit Denver then took credentialed media around on buses to 3 breweries in Denver. As is their style, they take good care of us as guests and the bonus of Ed Sealover as our guide sealed the deal.

Book signings at GABF itself were good – both Thursday and Friday nights. The opportunity to meet with and talk to people who know the book holds real (ROI style) value is always gratifying.

The big World Premier Book Launch party at Lannie’s Clocktower Cabaret, with my venerable crew Diane, Dave & Marty, was a success. Our partner in this event was Ska Brewing – pints up to them for ‘getting’ there’s something to this. T’was fun to have a crew of Ska peep present & participating.

Wrap it up by attending a Brewers Association Press Conference – super useful insight – and then a special session of Paired – beer & food pairing at the GABF – and you’ve got quite the week!

The cherry on top was a radio interview with Gary Valliere, American Craft Beer Radio, Saturday, as we eased on down the road home.

People met, reconnections with friends and colleagues, many conversations & a few beers, books discussed signed & sold. It’s all part and parcel to my world in the beer community.

Agenda of The Evening: Based on the newly published book, How To Market Beer To Women: Don’t Sell Me A Pink Hammer, this singular groundbreaking-book seminar is designed for beverage pros who want to develop and hone their customer service and selling skills. The program will go through specifics in the book, you take note and makes notes in your copy of the book, and walk out of the event with Real Useful New Insight to apply to best sell beer to women.

This seminar is designed for beverage and beer brands, brand representatives, beverage marketers and operators, distributors and importers, retailers and restaurants and bars that sell 21+ beverages.

You get a custom menu 3-course delicious dinner prepared exclusively for you, for this event. Our fine friends at Immortal Spirits are planning a menu to include beverage and food for each course. It’s one of my Third Places and they make stellar spirits and pour delicious beers.

Why Should You Attend: Because women buy 75-85% of all goods & services in America. Because you want to sell more beverages. Everyone who sells adult beverages needs women. Women want these drinks. This exclusive seminar connects the dots, giving your company a competitive advantage over those who do not attend.

Registration required by end of day 11/9/16

SEATS ARE VERY LIMITED. Call today to reserve your seats (payment in full saves your seats; registrations are non-refundable once purchased.) And frankly: you should be there if you’re in the business.

Investment: You’ll more than recoup your entry fee of only $99 per person. The ROI will happen quickly when you apply what you learn at this seminar and from the book in totality.

If you love your beverage, if you want to sell more, if you respect women as the world’s most powerful market then plan on joining me for this incredibly high value event.

Do you know a woman – or are you one – who replied to the survey? Then, thanks.

psst! the book is ready…

The original survey was 50 questions in length. That’s a good amount of time sitting in front of the computer, entering your thoughts and opinions. See, this survey is qualitative – it’s ‘messy’ data. It’s all opinions, thoughts, ideas, factors in our decision-making. I love every moment of reading and interpreting it as well.

Qualitative date tells us the Why behind the action. It’s a critical, oft neglected part of research. I’ve heard some people who work in various data collecting companies say that gather this kind of data is hard and unwieldy. So? It’s the most important stuff. Only knowing statistics – what has been measured and leaves out the Why – is to leave out a huge part of the picture.

The book was a 7 month intensive investment for me. It forced me to set aside other work & revenue generating activity. I had to think seriously about doing so, since I’m my own business. Everything I do affects the top & bottom lines. I discussed it with my family to ensure I had their support (I did).

It’s with pride that I am now crowing about and carrying around the book to show and sell. Many people have already expressed an interest, several have purchased it. You can buy it here online now and yes, we absolutely ship internationally. Women & beer are everywhere. That’s an easy request to fulfill.

Be in touch when I may be at your service: education, consulting, speaking on women, women & beer, beer & food. Workshops, pro education, media & press requests, and consulting. Book events, both public and private, are happily executed as well. Thanks.

I know we can do better to invite women into beer. I know we can do better to describe beer flavors and attributes. I know we can do better to explore pairings of beer and food together. I know women can pull a chair up to the table to get involved. I know beer brands must be fully respectful to everyone they wish to sell beer to. I know we can do better in so many ways.

Doing better means you have to have a mark in which to see what ‘better’ means.

So if we think, say, pairing beer and pizza is good, I’d say – we can do better. Let’s look at focusing in from the way too generic Beer and Pizza to something like Porter and Crimini Mushroom Pizza. That’s better.

To pair beer and cheese: we can do better by pairing not just any beer and any cheese. We can use a great resource like Janet Fletcher’s Cheese & Beer book to educate ourselves and learn to match flavors.

To market beer: we can do better by universally assuming full respect for all people, all makes, models, identifications and preferences. Who cares what all those ‘things’ are when what the human population simply craves togetherness. Let’s do better by getting together over what is universal: flavor.

We can do better. And we can do a bit better every day. In the interest of continually improvement, we can all do better when we realize that doing better makes the world better too.

Doing better means one thoughtful action at a time, adjusted to be better. Try it. Have fun, see improvements domino.

It’s important because that’s how buyers and customers make their decisions – based on the story you tell and live. They want to know how it came to life, what you do each day and how you’re continuing to live & build your business authentically.

Hospitality is the practice of inviting and welcoming people into your fold.

Hospitality is Queen.

Great brands are hospitable to their customers. They hold the doors open, eagerly anticipating the arrival of these esteemed people. It’s a virtuous circle.

Women, men and all genders everywhere gravitate toward stories told to include them – to be aspirational as well as inspirational. Hospitality is the great sauce to pour into your efforts to invite everyone in.

Beer companies will do well to serve women – to be hospitable and treat them all with equal respect and regard. They do, after all, control the majority of spending in the USA. Check out the library if info here from Marti Barletta.

Rest assured: everyone is nobody’s market. You have to know who you’re marketing to. That said, beer business should absolutely want women. Women already want beer. Let’s connect the dots.

*

You can buy the book now: How To Market Beer To Women: Don’t Sell Me A Pink Hammer, by calling 515.450.7757.